Tourism Australia - Who Deserves a Break in Oz - Summary

Tourism Australia – Who Deserves a Break in Oz 2www.WhoDeservesABreakInOz.com

ObjectiveTourism Australia wanted to reach out to professionals on LinkedIn and bring about an increased awareness about Australia as a premium Tourist Destination.

How it worksUsers were led to the property via Spotlight Ads, Sponsored Updates and regular media. They were asked to Log in and nominate connections who they feel deserve a break in Australia. They could also campaign for themselves in order to gain more votes. This property was unique because it had a dual social sign in powered by Facebook.

Partner

http://www.getawesome.com.au/career-cloud/

10X Viral Reach via

Earned Media

Once on the property they were asked to Log in with

LinkedIn

The Member signs in and allows the application to access his/her profile and network

The member then had to nominate connections for a

break in Oz

An InMail goes out to the connections s/he nominated

An update goes out to the network

Members were targeted using Spotlight Ads & Sponsored Updates


Member Journey



Results of the Campaign

Till 10th July, 2014 Facebook LinkedIn Total

Logged In Users 6872 6320 13192

Nomination Sent 19612 24833 44445

LinkedIn Members nominated more

connections when compared to Facebook



Sponsored Update


Marketing

Tourism Australia - Who Deserves a Break in Oz - Summary